We partnered Co-op with There’s A Beer For That (a leading beer and food pairing movement) and developed a campaign aimed at growing the category. By educating shoppers on the pairing opportunities between beer and food, we hoped to inspire them to try something new.
Each brand could exclusively sponsor one beer type and a food pairing, giving them equal share of voice within the same category.
Creatively we brought the ‘There is a Beer for That’s distinct brand to life in store and complemented it with the delicious food pictures Co-op are famous for.
We sited POS both in and outside the category to catch shoppers who may not have been heading for the beer aisle but instead were on a ‘food-for-tonight’ mission.